Major audience data breakthrough in Poland

Poland’s National Broadcasting Council (KRRiT) has signed an agreement with cable operators as the first step in its Telemetria Polska project.

Outlined earlier this week at the Economic Forum in Krynica, the project will entail the collection of TV, radio and internet data, overseen by the regulator and market within the framework of a Joint Industry Committee (JIC).

The agreement with cable operators will result in the collection of data from around a million households via the return path (Return Path Data – RPD). It will be the first large-scale collection of such data in Poland, and one of the first in the world.

Witold Kolodziejski, the head of KRRiT, said a best-case scenario would see initial results being available in the first quarter of 2019.

The research potential of RPD is close to 11 million households in Poland, with the number being even larger should smart TVs and DTT be factored in.

Meanwhile, Micahl Wigurski, the head of the Telemetria Polska project, said that the aim is to reach an agreement by the end of this year that will see this new research as being seen as credible in the eyes of the Polish media.